A mega hit just like on the big screen
In terms of circulation and reach, the Migros Magazine demonstrates its scale. The Glamour campaign by Wyler Werbung highlights its close connection with its readers.
media, the Migros magazine demonstrates greatness with its circulation and reach. Migros' Cumulus card is not only a successful DM tool that keeps customers loyal. It has also recently become a ticket platform, and when the customer magazine changed its name and concept, it was also given the function of a circulation catalyst. It fulfilled this function perfectly.
Accompanying the launch, the marketing campaign generated hundreds of thousands of new recipients, increasing the total circulation by a good 12% to around 2.3 million copies. This corresponds to a reach of almost three million. In order to do justice to this role of the newly most widely read and, according to the copy test, most popular people magazine, Publishing Director Jrene Shirazi and Head of Editorial/Publishing Marius Hagger commissioned Wyler Werbung with an advertising campaign. This was to implement the editorial concept and thus the weekly's recipe for success with Migros-typical humor.
The focus was therefore on more or less ordinary people - normal people with interesting lifestyles. Although the absence of A and B-list celebrities is not sacrosanct, Migros-Magazin (MM) wants to set itself apart from the other, usually more celebrity-heavy people magazines.
For CD Ruedi Wyler, the increased attention that the MM-Normalos and their fates are temporarily given was the basic idea for the image campaign. Just as the competition in Basel bluntly compares the effect of an advertisement in their press organ directly with that of an oversized brand logo, Wyler exaggerates the same effect, but in an indirect way: "We dramatize the large audience and the exciting stories by staging the latter as big film stars. We're not inventing a UAP, but rather focusing on the effective editorial performance of the new MM in the ads," says Wyler.
The film poster realization cultivated by AD Andreas Konrad meets the objective because it is popular, fast, likeable and eye-catching. The depiction of the four motifs so far is based on famous films such as "Armageddon" or "The Miracle of Bern" and conveys the plot, content and seductive potential of the MM article in a condensed and ironic way. In addition, the glamour of the film poster dramatizes the magazine's large audience. Indirectly, the aim is to communicate with advertisers that their products will also be elevated to star status in MM.
"With our concept, we are not only conveying the facts in an original way," Wyler is convinced. The highly visible appearance in the trade press should make a decisive contribution to enhancing MM's image among this target group.
Extraordinary people are not only found in the movies: Migros magazine features everyday heroes.
Accompanying the launch, the marketing campaign generated hundreds of thousands of new recipients, increasing the total circulation by a good 12% to around 2.3 million copies. This corresponds to a reach of almost three million. In order to do justice to this role of the newly most widely read and, according to the copy test, most popular people magazine, Publishing Director Jrene Shirazi and Head of Editorial/Publishing Marius Hagger commissioned Wyler Werbung with an advertising campaign. This was to implement the editorial concept and thus the weekly's recipe for success with Migros-typical humor.
The focus was therefore on more or less ordinary people - normal people with interesting lifestyles. Although the absence of A and B-list celebrities is not sacrosanct, Migros-Magazin (MM) wants to set itself apart from the other, usually more celebrity-heavy people magazines.
For CD Ruedi Wyler, the increased attention that the MM-Normalos and their fates are temporarily given was the basic idea for the image campaign. Just as the competition in Basel bluntly compares the effect of an advertisement in their press organ directly with that of an oversized brand logo, Wyler exaggerates the same effect, but in an indirect way: "We dramatize the large audience and the exciting stories by staging the latter as big film stars. We're not inventing a UAP, but rather focusing on the effective editorial performance of the new MM in the ads," says Wyler.
The film poster realization cultivated by AD Andreas Konrad meets the objective because it is popular, fast, likeable and eye-catching. The depiction of the four motifs so far is based on famous films such as "Armageddon" or "The Miracle of Bern" and conveys the plot, content and seductive potential of the MM article in a condensed and ironic way. In addition, the glamour of the film poster dramatizes the magazine's large audience. Indirectly, the aim is to communicate with advertisers that their products will also be elevated to star status in MM.
"With our concept, we are not only conveying the facts in an original way," Wyler is convinced. The highly visible appearance in the trade press should make a decisive contribution to enhancing MM's image among this target group.
Extraordinary people are not only found in the movies: Migros magazine features everyday heroes.
What is the largest Swiss movie audience compared to the MM readership?
Luca Aloisi
